{"id":49542,"date":"2021-06-23T10:56:47","date_gmt":"2021-06-23T10:56:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/carrefour-links-le-supermarche-devient-une-plateforme-de-publicite-numerique-2\/"},"modified":"2021-06-23T10:56:47","modified_gmt":"2021-06-23T10:56:47","slug":"carrefour-links-le-supermarche-devient-une-plateforme-de-publicite-numerique-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/carrefour-links-le-supermarche-devient-une-plateforme-de-publicite-numerique-2\/","title":{"rendered":"Carrefour Links : le supermarch\u00e9 devient une plateforme de publicit\u00e9 num\u00e9rique"},"content":{"rendered":"<p>Cet \u00e9t\u00e9, <strong>Carrefour<\/strong> lance sa plateforme de donn\u00e9es Carrefour Links, en s&rsquo;appuyant sur un projet qui existe depuis 17 ans en Belgique : le supermarch\u00e9 en tant que soci\u00e9t\u00e9 de m\u00e9dias et de publicit\u00e9. Le directeur des m\u00e9dias, Laurent Baert, explique de quoi il s&rsquo;agit.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>\u00ab\u00a0Plus de communications au napalm\u00a0\u00bb<\/h2>\n<p>Carrefour Links est l&rsquo;ambitieux projet de donn\u00e9es du g\u00e9ant fran\u00e7ais de la distribution. Celui-ci a sign\u00e9 des accords mondiaux avec Google, la plateforme de donn\u00e9es s\u00e9curis\u00e9e de Liveramp et le bannering personnalis\u00e9 de Criteo pour amener les <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/carrefour-zet-op-data-met-personalisatie-en-retailmediaplatform\" target=\"_top\" rel=\"noopener\">donn\u00e9es et les publicit\u00e9s \u00e0 un niveau sup\u00e9rieur, plus personnel<\/a> .<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0L\u2019\u00e8re de la <em>communication au napalm<\/em> est r\u00e9volue. Dans les cinq prochaines ann\u00e9es, nous irons plus loin que jamais dans les m\u00e9dias, la segmentation et la personnalisation\u00a0\u00bb, d\u00e9clare Baert, qui, par \u00ab\u00a0communication au napalm\u00a0\u00bb, fait r\u00e9f\u00e9rence aux bombardements publicitaires de masse et non cibl\u00e9s. Il y a 17 ans, le Belge \u00e9tait \u00e0 l\u2019origine de Carrefour Media en Belgique. L&rsquo;ann\u00e9e derni\u00e8re, le Br\u00e9sil s&rsquo;est lanc\u00e9 activement dans la r\u00e9gie publicitaire, et aujourd&rsquo;hui Baert accompagne les pays franchis\u00e9s qui veulent lancer leur r\u00e9gie publicitaire.<\/p>\n<p>\u00a0<\/p>\n<h2>Retour sur investissement enfin calculable<\/h2>\n<p>Auparavant, les m\u00e9dias de distribution chez Carrefour reposaient sur cinq piliers : Communication en ligne B2C (avec des publicit\u00e9s tant sur le site Web que dans les journaux), mailing direct, communication en magasin, communication ext\u00e9rieure et donn\u00e9es. Pour toute la partie num\u00e9rique, Carrefour Links fournit pour la premi\u00e8re fois une plateforme int\u00e9gr\u00e9e, qui permet de relier les donn\u00e9es des consommateurs \u00e0 travers tout l&rsquo;\u00e9cosyst\u00e8me.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Si les fabricants de marques comme P&amp;G voulaient atteindre nos clients avec une offre, ils devaient acheter un segment entier par le biais de leur agence m\u00e9dia. Ils peuvent d\u00e9sormais op\u00e9rer de fa\u00e7on bien plus cibl\u00e9e : plut\u00f4t que de s&rsquo;adresser \u00e0 un tr\u00e8s large public, ils peuvent par exemple faire de la publicit\u00e9 uniquement aupr\u00e8s des amateurs de vin ou de fitness. Ainsi, la publicit\u00e9 qui s\u2019affichera lorsque je consulterai le site de De Morgen ne sera pas la m\u00eame que pour vous\u00a0\u00bb, explique Baert.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Auparavant, il \u00e9tait \u00e9galement difficile de calculer le \u2018retour sur investissement publicitaire\u2019, une demande croissante des marques demandent, mais maintenant qu&rsquo;il est li\u00e9 aux donn\u00e9es de consommateurs r\u00e9els, et anonymes, il est possible de cartographier le feedback : sur les consommateurs <em>cibl\u00e9s<\/em>, combien ont achet\u00e9 le produit, lesquels ont cliqu\u00e9, etc.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Pas uniquement pour les fournisseurs<\/h2>\n<p>En Belgique, une telle plateforme avec ses propres partenaires existait d\u00e9j\u00e0 depuis 2019 mais, \u00e0 partir du mois d&rsquo;ao\u00fbt, les partenariats internationaux seront \u00e9galement lanc\u00e9s. Pour le march\u00e9 belge, qui consiste notamment en des accords publicitaires avec Roularta, DPG Media et Bpost, entre autres, en plus de magasins et cha\u00eenes propres, ce d\u00e9ploiement se fera sous la direction de Vivian Mosselmans. Le site de Carrefour compte en moyenne 50 000 visiteurs par jour, l&rsquo;application 25 000, selon l\u2019entreprise.<\/p>\n<p>\u00a0<\/p>\n<p>Dans un premier temps, Carrefour mise sur le budget publicitaire de ses fournisseurs, mais aussi, \u00e0 plus long terme, sur des \u00ab\u00a0non-captives \u00bb : \u00ab\u00a0Si Renault veut faire la publicit\u00e9 d&rsquo;une nouvelle voiture par notre interm\u00e9diaire, nous devrons d&rsquo;abord demander l\u2019approbation (third party consent) de nos consommateurs, mais c&rsquo;est sans aucun doute possible. Actuellement, les consommateurs peuvent d\u00e9j\u00e0 indiquer s&rsquo;ils sont int\u00e9ress\u00e9s par les offres de nos partenaires, nous disposons donc d\u00e9j\u00e0 de cette approbation. Nous respectons strictement les lois sur la protection de la vie priv\u00e9e.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>\u00c9galement pour la gestion des cat\u00e9gories et la logistique<\/h2>\n<p>La pand\u00e9mie de coronavirus a acc\u00e9l\u00e9r\u00e9 la transition vers la communication en ligne, indique Baert, et c&rsquo;est \u00e9galement le cas chez Carrefour. Par exemple, la publicit\u00e9 sur les caddies sera bient\u00f4t num\u00e9ris\u00e9e. \u00c0 plus long terme, il y aura \u00e9galement moins de catalogues papier. \u00ab\u00a0Chaque ann\u00e9e, de plus en plus de consommateurs ne souhaitent plus recevoir de publicit\u00e9 dans leur bo\u00eete aux lettres. Utiliser moins de catalogues physiques est logique.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Actuellement, l\u2019objectif est la recherche d&rsquo;un \u00e9quilibre, nous avons encore des clients qui appr\u00e9cient les catalogues. Et les catalogues sont aussi personnalis\u00e9s : les clients re\u00e7oivent une enveloppe contenant des coupons. Eh bien, sur un million d&rsquo;exemplaires, il n&rsquo;y en a pas deux identiques.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<p>Bien qu&rsquo;il s&rsquo;agisse d&rsquo;une plateforme ax\u00e9e sur la communication, l&rsquo;impact de Carrefour Links va au-del\u00e0 du marketing. Outre la communication en ligne, la gestion des cat\u00e9gories et la logistique font partie du projet. En effet, conna\u00eetre ses clients permet aussi d&rsquo;optimiser le stock. Ou d\u2019identifier certaines habitudes par r\u00e9gion.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cet \u00e9t\u00e9, Carrefour lance sa plateforme de donn\u00e9es Carrefour Links, en s&rsquo;appuyant sur un projet qui existe depuis 17 ans en Belgique : le supermarch\u00e9 en tant que soci\u00e9t\u00e9 de m\u00e9dias et de publicit\u00e9. Le directeur des m\u00e9dias, Laurent Baert, explique de quoi il s&rsquo;agit.\u00a0 \u00a0 \u00ab\u00a0Plus de communications au napalm\u00a0\u00bb Carrefour Links est l&rsquo;ambitieux [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":49539,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[43],"company":[],"topic":[],"region":[],"class_list":["post-49542","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Carrefour Links : le supermarch\u00e9 devient une plateforme de publicit\u00e9 num\u00e9rique - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Cet \u00e9t\u00e9, Carrefour lance sa plateforme de donn\u00e9es Carrefour Links : le supermarch\u00e9 en tant que soci\u00e9t\u00e9 de m\u00e9dias et de publicit\u00e9. 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